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Beyond sales: A case for brand intangibles for long-term wins

We like to invest in tangibles for our retail businesses. Warehouses. Websites. Shopfronts. SaaS products. And we love the data around KPIs: CPC. Average transaction sizes. Sales per square metre.  It’s comforting and logical because tangibles seem to offer the presence and process that drive sales.  But what if most of our sales are made before customers even enter those spaces? What if tangibles don’t drive sales but purely facilitate them? What if customers are seeking out locat